i'm mitt romney and i approve this message. >>> they're not just for jack o lanterns and pies anymore. this year, pumpkins are getting their moment in the spotlight. and from coffee to candles, even potato chips, the pumpkin is everywhere. people can't seem to get enough. we're pleased to welcome, for the first time to this broadcast, abc's darren rovell, with this "sign of the times." >> it's a great pumpkin. >> reporter: not science lie news pulled anall-nighter has there been this much anticipation over a gourd. this is the first pumpkin spice latte of the year. >> reporter: every fall, starbucks whips the nation into a frenzy. grown men and women, excited over a $4 foaming coffee? it's gotten so intense, there's even real bidding on ebay for the special pumpkin latte sauce. no, really. 120 bucks for two jugs. and it's not just coffee. this year, there are so many new pumpkin products, you can fill a pumpkin patch. pumpkin march mallows. pumpkin pot tarts. even some pumpkin vodka to wash it all down. >> pumpkin muffins. >> reporter: dan is responsible. or, you might say, to blame,